(ALG Inc: Santa Barbara, CA) -- Perception is a powerful force in consumer-buying behavior. Consumers often base beliefs about quality on the emotional connection they have made with a brand, regardless of the actual quality associated with its products. Alternatively, a brand that experiences an instance of bad publicity may take years to shake off the negative effects, even if the actual quality is good.

Automobile brands are no different. A negative belief about a brand based on the opinion of friends or family, or a high-profile incident can sour a consumer on that brand’s complete lineup. Alternatively, a positive belief about a brand can sometimes trump poor quality.

For the fall 2010 consumer survey of perceived automobile-brand quality, ALG Inc, a DealerTrack Co., partnered with Zogby International, a well-known survey firm, to survey approximately 3,000–4,000 U.S. consumers to gauge perceptions of mainstream and luxury brands. The resulting data represent powerful intelligence for automotive manufacturers and are one of the factors ALG uses to determine residual and resale vehicle values.

 …